LOS ANGELES — Had enough of the Osbournes yet? If not, soon MTV’s favorite nuclear family will be on everything from loungewear to shoelaces to air fresheners to action figures.
This story first appeared in the June 3, 2002 issue of WWD. Subscribe Today.
It was confirmed Friday that the Osbournes have signed a master license deal with Signatures Network, a San Francisco licensing and merchandising firm that claims 125 music and entertainment properties including Madonna, The Beatles and Britney Spears.
Signatures will produce the T-shirts, calenders and posters, and have subbed out 26 third-party licensees for the rest, said Matt Hautau, vice president of licensing. He expects upwards of 50 agreements before the next season hits.
Among those confirmed as of Friday: Accessory Network for backpacks, wallets, hosiery and nine other items; Bio-Domes for hats, visors and bandannas; and Briefly Stated for children’s and adults loungewear and sleepwear.
Wholesale prices will start at 50 cents for a magnet to $40 for collectable figurines. Merchandise will be targeted to apparel and novelty specialty stores that sell to young, music fans.
In recent weeks, T-shirts have hit the stores, said Hautau, but the big push will come for back-to-school followed by another emphasis for holiday. “We’re hoping across the board to be looking at $3 million to $5 million in royalties, which breaks down to $10 million to $20 million wholesale,” he said.
“The Osbournes” — featuring rock’s “Prince of Darkness” Ozzy and manager/wife Sharon and two of their teen children, Jack and Kelly — bowed on March 5. It has become cable television’s highest-rated original program in history.
The family signed for a second season this week for an undisclosed amount. The show began airing in Europe three weeks ago to rave reviews. In a release, mother Osbourne attributed the shows success simply: “We are not the f—ing `Partridge Family,’ we’re the Osbournes and we’re gonna do some crazy sh-t.”””